Journal article

Value from technology licensing – The role of monitoring and licensing experience

E Mooi, S Wuyts

International Journal of Research in Marketing | Published : 2021


Technology licensing is an important form of exchange in business-to-business markets. Licensees consider licensing technologies as a key mechanism to expand their technological asset base and to innovate. Even though exchange is the central focus of marketing academia, technology licensing contracts as a form of exchange have been largely overlooked. We take some steps to fill this void by studying the role of governance in licensing contracts. We rely on governance and specifically agency theory to study two-sided moral hazard problems in technology licensing. The two-sided nature of the problem is reflected in the presence of both upstream monitoring (i.e., the licensee monitoring the lic..

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University of Melbourne Researchers